Customer Relationship Management in E-Commerce Analytical Essay by Pico

An in-depth review of the implementation of a customer relationship management solution in e-commerce.
# 146651 | 2,914 words | 13 sources | APA | 2011 | BD


$19.95 Buy and instantly download this paper now

Description:

The paper outlines the strategic alignment process that facilitates the integration of people, process and technology in the case of implementing a customer relationship management solution in e-commerce. The paper points out the roles of maintaining a cultural orientation based on creativity and innovation and of utilizing IT governance. The paper explores the process of managing change and provides a case study of the Blue C Sushi restaurant. The paper offers a critical analysis of the case study's e-commerce solution and offers recommendations for management on how to deal with the customer relationship management application.

Outline:
Introduction
Customer Relationship Management
Case Study
Critical Analysis for the Case Study
Recommendations for the Future
Conclusion

From the Paper:

"According to Payne and Frow (2005: 167), customer relationship management is defined as a process-oriented framework which consists of four components: strategy development process, value creation process, multi-channel integration process and performance assessment process. Incorporating the areas of e-commerce, customer service, sales, analytics and marketing, this is a holistic framework which includes every part of the organization. Therefore, Grover and Kettinger (2008:45) suggest, customer relationship management could be considered a form of integrated marketing communications. In the area of e-commerce, the integration is achieved through web-based tools which facilitate instantaneous sharing of information. Thus it facilitates the treating of each customer individually."

Sample of Sources Used:

  • BESTERFIELD, D. H. 2002. Total quality management. New York: McGraw Hill/Irwin.
  • DESS, G. G. 2007. Strategic management: creating competitive advantage. New York: McGraw Hill/Irwin.
  • EVANS, J. R. 2004. Total quality: management, organization, strategy. New York: McGraw Hill/Irwin.
  • FRED, D. 2006. Strategic management: concepts and cases. New York: Prentice Hall.
  • GOETSCH, D. L. & DAVIS, S. B. 2003. Quality management: introduction to total quality management for production, processing and services. New York: Wiley.

Cite this Analytical Essay:

APA Format

Customer Relationship Management in E-Commerce (2011, January 10) Retrieved October 28, 2020, from https://www.academon.com/analytical-essay/customer-relationship-management-in-e-commerce-146651/

MLA Format

"Customer Relationship Management in E-Commerce" 10 January 2011. Web. 28 October. 2020. <https://www.academon.com/analytical-essay/customer-relationship-management-in-e-commerce-146651/>

Comments